Your Easy Journey to Great Google Ads in 2019

Any marketer can you tell you that writing excellent ad copy with an emotional appeal requires research and a little sprinkle of creativity.

As marketers, we often sit down, hoping to find that spark of inspiration that will help us write killer ad copy. Ads that outperform your competition or at least grab some eyeballs.

And the contenders never stop growing in numbers!

The spends in search advertising alone are projected to be at 36,512 million dollars in 2019. Raising the bar for every marketer to be better than the next. (Source)

If you are looking for ways to improve, this guide should help you consistently write successful and great Google ads.

Let’s begin with quick steps on how to write a great Google Ads (previously called Google AdWords) that grab attention in 2019.

#1 Create Variations for Great Google Ads

Our readers and audience will have their take on our ad copy. They may feel completely different about it than we do.

Let’s begin by listing out the keywords you are targeting. Then the bulk of your time should be spent creating ad variations for testing them out in real-time.

There are broad categories that fit your variations.

⇒ Your first ad can be focused on the offer that you have at hand. Simply tell your audience what it is that you offer in as many words.

For example:

⇒ The second advertisement can elaborate on the services that you offer in more detail. Highlight the value add that you are offering. Let this make you different from your competitors, like free shipping, price locks, free quotes, etc.

For example:

In the above ad, the service provider cleverly uses the keywords and highlights how you can ‘receive a free price quote on your cell phone.’ They go on to include value-added services that sound like a solution to all the problems a customer might face in the process of selling a cell phone.

⇒ Go all out with your creativity for the third variation. This variation can work with emotions or the feelings of your audience.

For example:

In this ad, the appeal is in the headline.

Everyone wants to feel good about giving children the right toys or gifts, and this ad captures that tender feeling with its headline.

Creating these variations and tracking related data should help you gauge your audiences’ preferences with clarity. Giving you the green light to go all out with the best possible solution.

#2 Use Data to Choose Your Ad Copy

Basing your ads on research done to understand what language people prefer can prove to be a wise strategy. Check out the below tips to create ads that target clear language preferences.

For the ad copy

What John Kuraoka says about advertising language is the best possible advice out there-

Location extensions

Optimizing for local SEO is the new buzz word. People are turning to the internet to find simple things like grocery stores or plumbers around them.

Using a location extension gives an advantage to companies that are targeting people in their neighborhood

This is almost imperative when you are targeting keywords with a particular location, state or area.

Google’s clients have seen a 10% increase in their CTR by adding a location extension. (Source)

Look at these ads to see different extensions that they have used to create their ads.

App extensions

Companies with an app can use this extension to drive downloads and installations of their applications. Be careful to use this extension with the right keywords.

No one wants to download an app if they are simply using the internet for amusement unless the app is built for amusement.

#4 Optimize for Mobile

When you are creating an ad, you do have the option of checking your preferred device as mobile. A mobile version has to be one of the variations that you create.

But your work doesn’t end here. You need to check that your language, CTR and the landing page all correspond with what a mobile user wants to see.

For example, a CTR like ‘Buy From Phone’ works better than ‘Buy now’ for mobile devices.

It’s also possible that people searching on mobile need more information pronto. So you want to make sure that your ad is crisp, short and precise for your mobile audience.

Don’t limit your optimization to the ad, take your user on a mobile-optimized landing page or website for higher conversions.

#5 What to Do with Your Great Google Ads Results

The only way to continuously optimize your campaign is to keep measuring the performance of your great Google Ads.

Some questions that you can ask yourself along the way are:

⇒ What is the objective of running these ads?

What are you trying to improve by spending your marketing budget on PPC ad campaigns?

Even if your goal is as simple as running an experiment, it’s important to set a measurable target.

⇒ What is my benchmark for measuring the results?

Use a single tool throughout the campaign to keep consistency in the results you see.

Try to establish your industry benchmarks with research and experimentation.

Google keyword planning helps you by telling you the bid per keyword and the level of competition for each keyword to help you plan your campaign as well as look at projected results.

For example, if your bid was lower than the highest bid and your ad is still on top it means that your ad has a better user experience than the highest bidder.

⇒ Are you testing particular parts of an ad?

It is advisable to keep some elements consistent in your variations to know which part of your ad has an effect on the overall result. If you change every single element in the ad then you can lose track of what is making your ad click.

You could try variations in your

Headlines

CTA’s

URL’s

Offer displayed

Landing page

Ad extensions

Keywords

Devices

And the list can go on…

⇒ What is the time period for which you will run the test?

You need a substantial data size to base your decision on. Run the test long enough to see visible patterns and ensure you really have great Google Ads. But not so long that you lose sight of the data points and start seeing anomalies.

Before you start your great Google Ads campaign…

The top 3 paid advertising spots get 46% of the clicks on a page. (Source)